Promo Campaign | Art Director
SVP Design: Erik Friedman, VP Design: Christina Black, Creative Director: Jason Mammen, Design: Brandon Kennedy, Ana Sanchez, Tim Haldeen, Animation & Color: Amber Kusmenko, Writer/Producer: Jason Mammen
Action chronicles the lives of professional gamblers, bookies and oddsmakers throughout the 2018 NFL season following the Supreme Court decision to lift a ban on sports betting. The series culminates with the biggest gambling day of the year, Super Bowl Sunday.
We explored a bunch of different directions for this one, ultimately ending up with an Oceans 11 meets casino lights vibe. The shifting shapes mimics the betting line while the font choice is reminiscent of sports logos. We wanted to create a system that was flexible enough to be used with both serious and comical footage.
We explored several different directions including Oceans 11, casino motifs and the gambling LED book. Over the course of two days, we played with texture, shapes and pattern.
We explored a ton of sports and casino related logo designs, ultimately ending up with a Futura Condensed type treatment that made the doc feel urgent and exciting.